TOKYO--(BUSINESS WIRE)--Avex Group Holdings Inc. (TOKYO:7860), Japan’s leading entertainment
company, launched the first line of apparel products made from majotae,
developed jointly with Isetan Mitsukoshi Holdings (TOKYO:3099). More
than 30 fashion brands have designed women and men’s apparel made from
fine hemp. These products are launched as part of Isetan Mitsukoshi’s
JAPAN SENSES campaign

To celebrate, “majotae – the forgotten fabric” exhibit will start from
April 1 to 6 at Isetan Shinjuku Main Store. Impressive hemp from the Edo
period and selected majotae apparel will be showcased. Also on display
are creative installations produced by three designers and artists
expressing the future of majotae. At this exhibition, customers can
discover the potential of this innovative natural fabric.

About Isetan Mitsukoshi’s JAPAN SENSES

Begun in 2011 and having continued for the past 4 years, the JAPAN
SENSES campaign reaffirms Japan’s traditions, culture and aesthetics to
offer customers new value.

Details of Special Exhibition: majotae – the Forgotten Fabric

Exhibition of the history of taima-fu (Japanese hemp), and
display of made-to-measure apparel and fabric available for purchase.

Bringing back taima-fu, natural fine hemp, as Japan’s once and future
fabric of choice.

Taima-fu (hemp fabric) has been an integral part of Japanese culture
since the beginning of its history. However, due to significant
restriction on cannabis cultivation after World War II, and apparent
difficulties in spinning hemp threads which delayed industrialization,
it is a rare fabric today. The majotae project brings this “forgotten
fabric” back to our modern life. Natural fabric expert Shinichiro
Yoshida, obi artisan Genbei Yamaguchi, and Avex Group have come together
to infuse life into “majotae”.

Majotae’s quality is not only ideal for fine apparel, but has potential
for other applications such as furniture, décor fabric and medical uses.
Fashion apparel is the first example that this fabric could innovate our
everyday life. (Taima-fu history and project vision: https://vimeo.com/109546616)

Isetan Mitsukoshi Holdings Ltd.

Isetan Mitsukoshi Holdings Ltd. (TOKYO:3099) is the largest department
store operator in Japan. The company was formed by a merger in 2008 of
two major department stores, Mitsukoshi (founded 1673) and Isetan
(founded 1886). For more information, visit http://www.imhds.co.jp/english/

Avex Group Holdings Inc.

Avex Group Holdings Inc. (TOKYO:7860) is a major general entertainment
group in Japan. Founded by the CEO and representative director, Masato
Matsuura, in 1988. Currently handles video distribution service,
production business, live entertainment as well as music business.
Traded 156.9 billion yen in FY 2013. Paid video distribution service
subscriber base is among the largest in Japan. Established Avex
International Holdings Singapore Pte. Ltd. in 2013. Other international
offices include Taiwan and London. For more information, visit http://www.avex.co.jp/e_site/index.html